In this blog, we will continue by examining the role fonts or typefaces play in visually communicating the right image of the Brand.

In the next blog, we will take this further by examining the role corporate colors play by complementing the font typeface, to evoke the complete emotional response to the Brand.

The font is the basic face of the Brand

While any logo symbol needs to be diligently marketed to become a successful brand identifier, the font / typeface achieves that position with or without any such effort.

Hence, it is critical that we approach corporate font / typeface selection with strong and clear appreciation for its role in defining or redefining brand image.

Fonts are vocal

On a very emotional level, fonts induce certain responses to the Brand's public image, that can be very elusive to measure. This is subliminal messaging at its best. With effective brand design, we must leverage the emotional tug in the Brand's favor, by aiming to induce just the right response that the Brand needs.

We can do this, only when we clearly understand what a font / typeface say about the Brand.

Where to find fonts

Fonts are designed and sold by companies called font foundries. There are hundreds of fonts available to us today.

Many are freely distributed and come installed on PCs. However, these may have limited appeal to those looking for unique typefaces.

In this case, you can research and purchase less widely available fonts from websites selling fonts from all the major font foundries, such as www.fonts.com.

Basic Font Types

For the purpose of Brand Design, there are 2 classifications of fonts that we need to care about.

Times Roman

a classic example of a serif font

Serif Fonts

Fonts with hanging marks ( or serifs ) on the characters.

Communicates age, traditional or conservative, and in lieu wisdom.

More commonly used in traditional professional service industries such as accounting, legal, real estate and so on.

Univers

an example of a sans-serif font

Sans-serif Fonts

Fonts without hanging marks ( or serifs ) on the characters. Sans from French means "without".

Communicates youth, modern or trendy.

More commonly used in high tech industries such as computing and media agencies.

There are fonts that walk the middle line, evoking the feel of old school serifs and modern, trending and forward-looking sans-serifs.

Each Brand needs to examine its emotional needs, and choose a font that communicates those needs clearly and strongly.

Accentuating the font / typeface

For the purpose of brand design, how we "dress" up the font do more to project the primary emotional qualities we need to induce, and this do go a long way to communicate the emotional responses we are after.

We "dress" up the font / typeface using font styles.

Times Roman, Regular

Times Roman, Bold

Communicate strength of character

Generally, every brand needs to at least communication strength.

We can achieve that by using a bold font style on our chosen typeface.

Times Roman, Regular

Times Roman, Italic

Communicate mystique with italic

A script font style communicates a sense of mystery, or promise.

It can also be used for emphasis certain elements of the Brand.

Times Roman, Bold

Times Roman, Bold, modified

Create a custom typeface

Creating a custom typeface for the Brand elevates the Brand image to a whole new level. It assures total uniqueness of basic brand image, since no other entity will be rendered in the same typeface.

Times Roman, Bold, modified

Add color signatures for emphasis

Color signatures creates unique and powerful imagery of the Brand. Using color emphasis allows for better control and direction of emotive response.

Choice of color is key, as we will discuss in the follow-up blog on choosing corporate colors.

Join me in the next blog as we examine color psychology, information critical to selecting the right colors to represent a Brand.